Cheltenham-based canine enrichment brand DigDrum has won the New Product Award (Accessories) at the 2026 Pet Industry Federation Awards during its first year of trading.
Presented in Stoke-on-Trent on 5 November 2026, the award recognised the patent-pending natural rubber toy, which features a replaceable nylon cover designed to satisfy a dog’s natural urge to dig.
Founder Paddy Taylor stated that receiving recognition from the industry against established brands is a major honour that validates the product’s development alongside Duku Design and various dog behavior specialists.
Director Andy Thorne added that the award provides strong momentum as the business prepares for its upcoming US launch ahead of Christmas, following international sales across six countries.
Trade stockists and distributors interested in the £74.99 enrichment toy can connect with the brand directly via DigDrum.
To explore the full list of category winners, visit the PIF Awards 2026 Winners.
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Dan Everett